Product - ANSWER-_______ is the most essential decision in the 4Ps because it
is what the consumer is receiving in the exchange.
Intangibility - ANSWER-The extent to which you have something concrete
Experience Marketing - ANSWER-Consumers ar buying the experience
broadly - ANSWER-Define competition ___________
Product Mix - ANSWER-A company's product lines
Breadth - ANSWER-Number of product lines. For example, Frigidaire sells
refrigerators, washers, dryers, ranges, etc.
Depth - ANSWER-Number of products in a line. For example, Frigidaire
refrigerators have different sizes and features.
More, Less - ANSWER-The more general the product line (i.e. Walmart, Target),
the ______ breadth and ______ depth.
Less, More - ANSWER-The more niche the product line (i.e. ice cream shop), the
______ breadth and ______ depth.
Search Qualities - ANSWER-Qualities that may be evaluated prior to purchase.
Experience Qualities - ANSWER-Qualities that need trial/consumption before
evaluation.
Credence Qualities - ANSWER-Qualities that are difficult to judge even
post-consumption.
, Search and Experience - ANSWER-Goods are dominated by ____ and _____
qualities
Experience and Credence - ANSWER-Services are dominated by ____ and ____
qualities
Perishability - ANSWER-Services are simultaneously produced and consumed,
thus services cannot be stored, goods can; services cannot be serpeated from
the provider, goods can.
Variability - ANSWER-Goods are made by machines; services are usually people
intensive. Servives change across customers and across time.
Core - ANSWER-______ is essential to the product offering.
Value-Added - ANSWER-______ is supplemental to the product offering.
Value-Added - ANSWER-Markets can compete/differentiate on __________
aspects of a product.
Services - ANSWER-___________ are relatively more intangible, inseparable,
perishable, and variable
Core - ANSWER-_________ defines the company to its target segments
Market offering - ANSWER-A firm's __________ is comprised of the core and
value-addeds.
Brand - ANSWER-Name of a specific product; portfolio of qualities associate with
a name; invokes images in consumers' minds
Product shape, logos, jingles, spokespeople - ANSWER-What are ways that
marketers can control some brand associations?
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